Viewability is No Guarantee of Being Seen, Advertising Age

April 1, 2014

On Monday, the Media Rating Council lifted its advisory against using viewable impressions as a digital advertising currency metric. For the full background and explanation, see Ad Age’s report, “MRC Tells Ad Industry It’s Okay To Use Viewable Impressions.”

But what does it really mean, in practical terms, for the digital advertising community to begin transacting on viewable impressions?